Susan Smith, Staff Reporter
Chester's restaurant on Orange Street in downtown Kingston. - NORMAN GRINDLEY/DEPUTY CHIEF PHOTOGRAPHER
CHESTER'S IS quietly carving a name for itself in Jamaica's fast food industry. Only three years into the market and it already has ten outlets.
An international fast food chain based in Alabama, Chester's was introduced to Jamaica in year 2000 by Happi Foods Limited on a trial basis. Chester's which went by the name Chester Fried until a year ago, is known for its marinated breaded fried chicken.
Managing director and co-owner of Happi Foods Limited, Jean Moss-Solomon, told the Financial Gleaner that Happi Foods decided to bring Chester's to Jamaica after attending several international food shows.
"We used to sample a lot of products from various offerings and we just kept coming back to Chester's because we thought it was an outstanding taste," she said.
Chester's offers breaded fried chicken served with breaded potato wedge, and festival buscuit to its customers. Describing the product as a tasty flavourful alternative, administrative manager Andrea Miller said Happi Foods has 'Jamaicanised' the product. The chicken is home grown and the festival buscuit concept is a Happi Foods concept.
An added bonus is that, "Our chicken has less oil than that of our competitors," said Ms. Miller.
Ms. Moss-Solomon said her company has the option to set up its own stores or create sub-franchises. However, the new business model of the international operators is to create franchise opportunities in convenience stores, supermarkets, travel centres and gas stations and Happi Foods is using this strategy.
Chester's was first set up in Jamaica at an Esso Tiger Mart by Happi Foods. The company operates four stores throughout Jamaica including its flagship store which was set up in December 2004 and is located at West Parade in Kingston. Stores in Spaulding, and Falmouth were added in December in 2004.
The stores in Harbour View, Spalding Clarendon and Discovery Bay, St. Ann are also operated by the company. Other franchises of the Chester's stores are also located in downtown Montego Bay, Yallahs as well as the Esso Tiger Marts in Liguanea and Washington Boulevard in St. Andrew and May Pen.
MARKET POSITION
"We believe we have a lot potential and we wee ourselves growing," said Ms. Moss-Solomon. "In terms of taste, we are number one."
Miss Miller said the company is depending on the quality of the product and the customer service to propel growth and brand popularity.
EXPANSION PLANS
With the cost of setting up a store ranging from US$120,000 to US$150,000, Ms. Moss- Solomon said that although the company has received many requests to put up new stores, it has to act strategically.
"We can't just get into a market and set up stores and people are not familiar with the brand," she said. As the brand becomes more visible, the company will expand. She also believes the growth pattern within the next three years will be even more rapid than in the first three years of operation.
The choice location at West Parade in Kingston was to give the brand more visibility as people from a wide cross section of the city pass through the location.
Happi Foods now employs about 45 persons within the Chester's stores it operates. Chester's, which is based in Montgomery, Alabama, is located in more than 1,400 non-franchise locations throughout the world. The brand operates out of Mexico, Puerto Rico, United States and Canada, the Cayman Islands, Haiti, Santa Domingo and Bermuda.
